Creating Killer Ad Creative For Private Schools & Summer Camps

Presented by Gayle Akler

Sparkplug Marketing & Communications

www.sparkplug.ca

How to Create Great Creative & Other Assorted Learnings

•  I started off in the advertising agency business and worked for a number of large international agencies: Ogilvy & Mather, Leo Burnett, Foote, Cone & Belding and lastly MacLaren:Lintas

•  At the end of my corporate tenure I was a SVP, Managing Director and worked on everything from Lego to IBM to Nestle to Ciba-Geigy and Johnson & Johnson

•  I also worked for a very high profile design company based out of the UK

•  In 1995, my partner and I started Sparkplug

•  Over the years we’ve worked on many kids products, products directed to parents and specifically schools and universities

•  We’ve also had the opportunity to teach Marketing, Advertising and Copywriting at Ryerson University

Some Background on Me

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There are 3 Steps:

Step 1: Gather consumer insights and determine the best strategic direction

Step 2: Develop great creative that’s unique, compelling and relevant

Step 3: Help decision makers take some risks

How to Create Great Creative

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Step 1: Gather consumer insights and determine best strategic direction

How do we get there?


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Step 2: Great creative that’s unique, compelling and reflects your brand

How do we get there?


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Excellent chance it will become blue - our school colour. Being messy is

part of being a boy. So is the desire to experiment and develop his interests.

At Sterling Hall, we know how to bring out the best in boys during the

formative JK – Grade 8 years. We offer boys superior academics, small class

sizes, low student-to-teacher ratios, leadership opportunities and excellent

teachers who care. Your boy will be free to express himself through music,

drama, chess, robotics and other character building activities that he will

enjoy every step of the way. 416.785.3410 sterlinghall.com

Open HouseAll Grades: Nov. 7th 9:00 am - 12:00 pm

Preview DaysJK to Grade 3: Dec. 6th Grades 4 to 8: Dec. 7th

8:30 am - 10:30 am

YEARS STRONG

25 YEARS STRONG

SHS_TownCrier_Mud_11x13.7 v2.indd 1 05/07/12 4:33 PM

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The Sterling Hall School25th Anniversary

YEARS STRONG

YEARS STRONG

front of t-shirt

advertising banner

25 YEARS STRONG

YEARS STRONG

YEARS STRONG

front of t-shirt

advertising banner

25 YEARS STRONG

T-shirt

Identity

Advertising Banner

Flags

YEARS STRONG

YEARS STRONG

front of t-shirt

advertising banner

25 YEARS STRONG

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TORONTO AND MISSISSAUGA are wonderful places to live. But they are only two of the possibilities open to TFS graduates in pursuit of their dreams. Our graduates are bilingual, armed with International Baccalaureate diplomas. They are the products of an active co-educational learning environment that, for over 50 years, has promoted world-class academic excellence and rigour. An environment that nurtures the perspective they need to become independent, internationally minded thinkers who can succeed anywhere with anyone around the globe. www.tfs.ca

OUR SCHOOL. THOSE OTHER SCHOOLS.

Please join us at our next Open House

Toronto Campus at Bayview/Lawrence

RSVP Admissions: (416) 484-6533 ext. 4247

La p’tite école:Age 2 to Grade 1Jan. 16, 9:30 a.m.

Junior School:Grades 2 to 5Jan. 23, 9:30 a.m.

Senior School:Grades 6 to 12 Jan. 30, 9:30 a.m.

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It goes without saying that our world is far from homogeneous. Rather, it is home to an extraordinary range of cultures and opportunities that your child will encounter - all the more reason to consider TFS. We offer Canada’s only co-educational, bilingual, International Baccalaureate program that prepares students to be internationally minded thinkers who will help shape the new, emerging global community. www.tfs.ca

Join us at our next Open House:

La p’tite école:Age 2 to Grade 1Oct. 19, 9:30 a.m.

RSVP Admissions(416) 484-6533ext. 4247

Senior School:Grade 6 toUniversity EntranceNov. 2, 9:30 a.m.

Junior School:Grade 2 to Grade 5Please call for a tour



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At TFS, we recognize that an entire world exists outside our borders, where anything is possible. That is why we are pleased to provide our students with Canada’s only co-educational, bilingual, International Baccalaureate program. It is a program that prepares them to be independent, internationally minded thinkers who can succeed anywhere with anyone and help shape the global community. www.tfs.ca

Join us at our next Open House:

La p’tite école:Age 2 to Grade 1Nov. 17, 7:30 p.m.

RSVP Admissions(416) 484-6533ext. 4247

Senior School:Grade 6 toUniversity EntranceNov. 2, 9:30 a.m.

Junior School:Grade 2 to Grade 5Jan. 12, 9:30 a.m.or call for a tour



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Rupert Price’s journey began in Wimbledon, England, a mere volley from the famed Centre Court. As a child in nearby Alcester, he mastered the trombone and was a member of various youth bands. After high school, Rupert joined the Grenadier Guards Band and toured Germany, Australia and Belize. Later, he studied at London’s prestigious Royal College of Music earning Performer’s and Associate’s degrees. Over the years, Rupert has performed with many orchestras including the Bolshoi Ballet and the BBC, schooled the Oman Symphony Orchestra, was in a play directed by Academy Award nominee Mike Leigh – and has even been on stage with rock star Peter Gabriel. Rupert teaches Music to Level I, III and IV students at TFS. HE MEANS THE WORLD TO US.

WIMBLEDON

BRISBANE

OMAN

TFS

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Darnace Torou’s journey began in Chad, Africa, where 200 different languages/dialects are spoken. After high school, his government recruited him to become a teacher. Upon fulfilling this obligation, he attended University of Benin in Togo and received a Master’s in International Public Law. Darnace worked in Chad’s Foreign Ministry. He was then appointed to the Chad Mission to the UN, first as Counsellor. After that, he worked with the United Nations Missions for a referendum in the Western Sahara. Darnace moved to Canada in 1999 and was employed by Africans in Partnership Against AIDS, before earning his B. Ed. from University of Ottawa at Glendon. Darnace teaches Social Sciences to Grades 6 and 7 at TFS’ Senior School and frequently contributes to L’Express. HE MEANS THE WORLD TO US.

CHAD

TOGO

NEW YORK

TFS

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Clara Pacheco’s journey began in Bogota, the capital of Colombia. Early on, she wanted to travel – and that she would to Nebraska and Texas as a community service volunteer. Clara earned a double Bachelor’s in Modern Languages and Education from Bogota’s La Salle University and, on weekends, a Master’s in Education. While teaching at private schools, she worked with the poor in one of Bogota’s shantytowns. Clara immigrated to Orlando, Florida, where she taught for four years, then chose Toronto to be her final destination. She was attracted to the city’s diversity and culture, not to mention a man who would later become her husband and salsa partner. Clara teaches Spanish at TFS’ Senior School. SHE MEANS THE WORLD TO US.

BOGOTA

NEBRASKA

TEXAS

FLORIDA

TFS

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Continuing education that clicks.

Order our calendar online at www.ryerson.ca/ceor call 416-979-5035

Classes Star t: September 10, 2001

A university that offers courses thatare right for you. Flexible ways to learn like internet and weekend options.And experienced instructors that you’resure to click with.

Ontario Innovation TrustDirect Mail Box

Ontario Innovation Trust

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Ontario Innovation Trust – Using Our Heads

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Step 3: Decision makers that are willing to take some risk

How do we do this/ensure this happens?


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•  In summary, for creative to be compelling it must be: –  Strategically focused –  Relevant to the target group –  Unexpected/provocative –  Distinctly yours –  Fully integrated across media (tailored to the medium)


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How often should I redo my advertising?

Depends on a number of factors:

1)  How often it is running and in which medium

2)  Is it still relevant

3)  If there is new news

4)  If your competition is really aggressive and you need to counter their messaging

If you produce a new campaign and have more than one ad in the pool, wear-out is slower

Sometimes, different ads are more or less compelling to different people so that’s worth considering


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•  Know where and how much your competition spends

•  Recognize that to compete for your share of market or to grow your business, spending must reflect this

•  Determine if you want to outspend your competition in a certain medium or look for new mediums to dominate (be creative)

•  Couple of lessons – spend well in one medium, before you go to a second one

•  Be cautious about spending a lot of your budget online – test your way into it

•  Recognize that different media do different things

How to Determine your Budget and Spend it Wisely

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•  Is one online banner impression the same as a full page print impression?

•  Is one billboard impression the same as one radio spot?

•  You need to think about the requirements for establishing or building your brand – determine what message you need to convey and which medium(s) work best to deliver on this

•  Certain creative ideas lend themselves better to some media vs. another

•  Key is to integrate all creative and all communications – so everything speaks from the same voice, conveys the same message, looks similar but is tailored to each medium

Are All Media Impressions Equal?

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Questions?

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Creating Killer Ad Creative For Private Schools & Summer Camps

Marketing

Transcript of Creating Killer Ad Creative For Private Schools & Summer Camps